I was recently interviewed by Ad Age discussing the efforts of my data design team and our work with Amazon and the Alexa Skills Kit.
When I first joined the Epsilon agency team I wanted to bridge traditional brand planning, strategy and data science to uniquely assess all of our data sources and build recommendations that leverage the right data to assist planning, strategy development and data-driven insights to support strategy and creative.
Now the agency data design group is comprised of 3 core components: 1) Mapping the data landscape 2) Storytelling through data 3) Consulting & training. My goal with this team is align intelligence from the data, regardless of source, that will inform how we communicate and message with consumers as technology and behaviors evolve and most importantly drive performance.
There are three primary areas of focus for the team:
1) Proprietary data sources & methodologies e.g. Leveraging Epsilon’s structured data
2) Unstructured data sources & methodologies e.g. Finding previously invisible insights by applying machine learning & artificial intelligence to unstructured category data
3) New data sources & methodologies e.g. Uncover new types of data sets that we call affective datasets and how it will impact and reshape how we connect across the consumer journey
Unstructured and New Data sources combined with Epsilon’s proprietary data began to accelerate our processing and analysis capabilities to uncover consumer truths with unstructured data to further fuel our agency’s strategic storytelling and data driven creative leading to an evolution of brand planning.
For the past 12 months my data design team has focused on aligning emerging artificial intelligence systems and algorithms with our structured data assets to combine all of the following elements.
Data Design is the bridge between planning and bleeding edge tools like cognitive computing, artificial intelligence and natural language processing. Ad Age highlighted our approach with Amazon and how we leverage machine learning on amazon.com down to the product SKU level to further inform communication and engagement strategy as well as our team being one of the early adopters of the Alexa Skills Kit (ASK).
Here is an example of data design concepts in action.
Follow Tom Edwards @BlackFin360